Category
Lifestyle
Assisted Choices
Trend cluster
Category
Microplastic
Reduction
Cosmetic and fashion brands aim to reduce micro plastics in the ecosystem.
4.4
Trend score
Trend
What is the Microplastic Reduction trend?
Microplastic Reduction: Brands in the cosmetic and fashion industries are aiming to reduce microplastic pollution with products and policies that avoid its use. This shift comes as microplastics are being shown as significant ocean pollutants, and end up being consumed by animals and humans alike and harmfully impacting their health.
Insight
The consumer insight behind the Microplastic Reduction trend
As consumers become more aware of some of the lesser known ways that excess consumption has impacted the environment, they’re drawn to brands that offer a strong commitment to these same causes. With climate change’s impact looming on consumers’ future, they’re increasingly concerned with both the micro and macro lifestyle changes they can make to reduce the projected consequences.
Trend themes
Themes within the Microplastic Reduction trend
Three behaviours holding the trend together01
Sustainable Packaging Solutions
Brands are prioritizing sustainability by reducing plastic and material waste, favoring eco-friendly materials and reusable containers, and implementing in-store bars that offer product refills.
02
Biodegradable and Eco-Friendly Cosmetics
Brands are introducing biodegradable, eco-friendly cosmetic solutions in response to the negative impact of microplastics on the environment and as consumers look for sustainable alternatives.
03
Repurposing and Reducing Waste
Retailers are reducing waste by repurposing beauty products past their best before date and by removing microplastic glitter in cosmetics to combat against the mass amount of plastic waste being produced.
Industry implications
What the Microplastic Reduction trend means for industry
Where the trend changes the playbookFor
Sustainable Packaging
The sustainable packaging industry can provide innovative alternatives to plastic containers and also offer biodegradable packaging solutions.
For
Cosmetics and Personal Care
The cosmetics and personal care industry can develop more biodegradable and eco-friendly formulations and also integrate ethical and sustainable practices into their production processes.
For
Retail
The retail industry can reduce waste by repurposing expired beauty products and also by introducing initiatives that promote sustainability and reducing environmental impact.
Workshop question
How could your brand empower consumers to shop sustainably?
Trend signals
Trend signals for Microplastic Reduction
Trend score 4.4 out of 10, from popularity 65%, activity 58%, freshness 9%.
Popularity65%
Activity58%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Microplastic Reduction trend
6 featured examples from Mar 1, 2018 to Jan 29, 2020CategoryEco
Plastic-Free Athletic Wear
The 'Runamics' Sports Gear is Made from Merino Wool and Tencel
Disruptive innovation opportunity: Introduce sustainable fabric options and eco-friendly manufacturing practices to revolutionize the fashion and apparel industry.
CategoryFashion
Ocean-Friendly Glitter Soaps
Lush Cosmetics Unveils the New Winter Berry Soap for Lavish Skin
Developing sustainable soap products that focus on natural and microplastics-free ingredients.
CategoryEco
Eco-Friendly Glitter Cosmetics
Unicorn Snot BIO Products are Made with Plant Starch Bio-Glitter
The cosmetic industry can leverage the trend towards eco-friendly glitter products by incorporating biodegradable glitter into their cosmetic lines.
CategoryEco
Biodegradable Beauty Pots
Naviter's Natural 'Atopik' Range is Packed in Eco-Friendly Raw Materials
The cosmetics and beauty industry can capitalize on sustainable packaging solutions to appeal to environmentally conscious consumers and differentiate themselves in the market.
CategoryEco
Plastic Glitter Beauty Bans
Selfridges Pledged to Remove All Plastic-Based Glitter Cosmetics
The cosmetic and beauty industry is being directly affected by this trend, creating a space for companies to innovate with alternative ingredients, more sustainable packaging, and…
CategoryEco
Waste-Reducing Cosmetic Discounts
Holland & Barrett is Selling Beauty Goods Past Best Before Dates
Introducing the sale of beauty products past their best before dates presents an opportunity for retailers to tap into a new market segment.
